Sales people are always looking for “the pain” or “pain point”, I get it, not sure it’s always the right thing, but it is what it is. One I am often given for the search for pain is the response they anticipate. Many tell me, supported by a string of pundits, is that people will do more to avoid pain, than the steps or actions they will take to achieve pleasure. Theory being, if one can touch a nerve, a painful nerve, the Buyer is more likely to act, and therefore potentially buy the “fix” for that pain from the seller. On the other hand, potential pleasure is not as likely to drive action, therefore lead to less engagements and sales. Given the choice, they believe that focusing on pain yields better results than focusing on pleasure.
This piece is not meant to debate that, but rather explore how it plays out with sales people when the theory is applied to their own reality, specifically their own success.
I work with a lot of sales people, and have seen how willing or unwilling they are to take on new skills and practice’s. I know that when I carried a quota, the biggest pain I was trying to avoid, was the pain of not making quota. I did so by focusing on the pleasures my successes and resulting commissions would allow me to experience (vacations, good food, and more). Always seemed a better alternative to not making quota and having to tell the kids they can’t eat this quarter. But let’s pander to the masses and go to the pain side for a minute.
Given that less than 60% of B2B reps make quota, you have to wonder why those suffering the reality of not making quota don’t do much if anything to avoid that pain. They are ready to prescribe that very thing to their prospects, but refuse to apply it to their own success. Just the incongruity of that must be a daily challenge, adding more pressure to the pain point of not making your number.
Forget the financial reality, there is the tribal reality of being more of a burden than contributor. The percentage of companies achieving their financial goals is greater than the number of reps doing the same, meaning, if you are part of the 40% or so already suffering the pain of not making goal, there is the added pain of being a burden on those who driving their numbers and making up for yours. How does one live with the pain?
So with all that pain, why is it that a seller would not take steps to improve the outcome, take steps to change what they are doing. What they are doing is clearly not working, but a large number continue to choose to do nothing different.
OK, so the pleasure of making more money, achieving Presidents Club and the perks it brings, the pleasure of being able to hold your head high as a contributor, are not enough to encourage change. But what about the pain of having to come up with new excuses, having to settle in so many ways, and just not being able to say you are a successful sales professional. Why does that not motivate these sales people to change? And then they wonder why their lame attempt at pain is not working on their prospects either.